Rational Wenzhou Leather Shoes &Nbsp; Anti Dumping After Returning To EU Market

When the European Union launched a new safety instruction for Chinese toys in July 20th, making the Chinese toy industry pressure, China's footwear industry is in the forefront of the European Union. Since the two quarter of this year, China's shoes are mainly Exit One of the bases in Wenzhou is slightly more busy than usual. In the two quarter, 56 million 960 thousand pairs of leather shoes exported to the EU increased by 10.16% over the same period last year, a decrease of 4.83% compared to the same period, with a turnover of 356 million US dollars, an increase of 35.26% over the previous year and a 21.87% increase over the corresponding period.

According to the reporter, at the end of March this year, the EU's export shoes to China. Anti-dumping After the termination, Wenzhou exported to the European Union. Shoe enterprises Instead of being intoxicated with joy, instead of losing pain and calming the wounds, I returned to the EU market in a more mature and rational manner.

　　 Change from exultation to calm reflection

After China's accession to the WTO, with the huge increase in China's foreign trade volume, various trade frictions against Chinese products, such as anti-dumping, countervailing and technical barriers, are also accompanied. In 2005, the EU launched an anti-dumping investigation on Chinese leather shoes.

The EU's anti dumping duty sledge hammers Chinese shoe companies flying to Europe. According to one data, from 2006 to the end of 2010, the sales of leather shoes exported to Europe dropped by 20%, due to the EU's anti-dumping duties, which directly led to 20 thousand unemployed people. Wenzhou is the main export base for Chinese shoes, which has been hit hard.

With the persevering resistance of the 5 governments such as our government and AOKANG, it finally became "bright and beautiful". Since April 1, 2011, the European Union has formally lifted 16.5% of the anti-dumping duties on Chinese leather shoes. So far, the unreasonable trade protection measures, which have lasted for nearly 5 years, have finally come to an end.

However, with great exultation, the majority of shoe manufacturers in Wenzhou turn to calm and deep reflection. The head of China Leather Association cautioned Wenzhou's shoe manufacturers. Although the anti-dumping measures have been terminated, Chinese shoe enterprises must learn from them, earnestly study the EU's laws and regulations on leather shoes export, standardize their own business practices and comply with industry rules, creating a favorable environment for the export of Chinese shoe enterprises.

From "placing an order" to "picking an order"

Since April, the staff of AOKANG import and export company is very busy. After the cancellation of the anti-dumping duty, a number of wholesale and hundreds of thousands of pairs of leather shoes wholesale to the EU have been installed.

AOKANG import and export company responsible person said, the first export of leather shoes is AOKANG's largest EU customer GEOX orders. Prior to the company's annual orders to AOKANG reached about 1500000 pairs of peaks, after the impact of anti-dumping orders less than 1 million pairs. At the beginning of this year, it was learned that the EU anti-dumping duty would be abolished. In the first quarter, the GEOX company's orders increased by 70% compared with the same period last year.

Reporters learned that Kangnai, Dongyi, giant one, Jindi and a large number of shoe enterprises to get the EU's orders are also "like snowflakes flying."

Giant group is the first export enterprise of footwear industry in Zhejiang Province, and also the leading enterprise of export to the European Union. Pan Jianzhong, chairman of the board of directors, said that after the end of anti-dumping, orders did increase substantially. But our principle is "prudent" and we should not rush to the effect of "rush into mass action". From the point of view of management, the reopening market also has an adaptation process to the enterprises themselves. Therefore, in order to prevent the emergence of a new round of anti-dumping, we will gradually enter the annual control increment between 10% and 20%.

According to Xie Rongfang, executive vice president and Secretary General of Wenzhou shoes and Leather Association, many shoe manufacturers are wise to take the "control list" standard of product positioning, brand, price, style and so on. The export volume of Wenzhou leather shoes to the EU will grow steadily by 10% to 20% this year.

　 From "big road cargo"

Change to "Goodyear"

In the past 5 years, the Wenzhou shoe enterprises, which suffered from anti-dumping, have not only learned to control quantity, but also reluctantly give up their love. They have also learned to improve their quality and take the road of transformation and upgrading.

Quality and price are the positive and negative sides of a coin. Low quality products and low-grade quality are naturally low selling prices. Zhou Jinmiao, general manager of Kangnai, believes that seeking truth from facts is that they are not without problems, but there are still many non-standard things. For example, there are many undesirable qualities. In the past, people's criteria for quality were not firm enough to withstand wear. Now that the problem of Wenzhou shoes is firmly solved, the international market has come up with new quality standards, such as environmental protection standards and safety indicators. Therefore, the rational return to the EU market, but also to get rid of the "big road", in the quality management work hard.

In order to make Wenzhou shoes not afraid of wind and rain in the EU market, Kangnai group is leading the Wenzhou shoe enterprises to take the Goodyear road. The company introduces the world's most advanced equipment technology, with top-grade leather materials, special accessories and special crafts, to make solid, comfortable, fixed foot special, new and different high-grade leather shoes, the price is 6-7 times of the "big road" leather shoes, and the selling price in the international market is 2000 yuan and a pair.